Learn more about the brand LITTLE AFRICA

Jun 6, 2023

For

The American brand brings the philosophy of celebrating the ideologies, culture, images, figures, and expressions of those who exist or have existed in a state of soul and funk. Son of parents from South Los Angeles and Lagos, Nigeria, he is the first generation Nigerian-American residing in the "City of Angels", benefiting doubly from the cultural roots/customs of Nigerian heritage.

The goal of LITTLE AFRICA is to provide the "People of the World" with an understanding of the universe that shaped, formed, and refined founder John Okevu Ojo II through the words, images, music, and energy that influenced him.

We talked with John and asked him a few questions. Check it out below:

So, I noticed that you use the slogan "first generation Nigerian-American" to define who you are and also to translate the brand for your customers. How do you think being from a Nigerian family influenced your path and the entire process of creating LITTLE AFRICA?

“My Nigerian heritage has greatly influenced my perspective and work ethic regarding LITTLE AFRICA. Without my father, who came to America in 1985 from Lagos, Nigeria, I wouldn’t have the luxury of identifying as Nigerian. But when I take a step back and look at what my father had to do just to get here and what he was able to establish for himself and his family, it really takes away all excuses for not working hard for what I want in life. LITTLE AFRICA was created to celebrate my upbringing and the people responsible for who I am today. I credit my father, Peter Ojo Sr., a lot for that.”

Furthermore, how do you feel having African-American parents has impacted you as an individual in America? And your perspective on fashion and entrepreneurship?

“My father is from Nigeria and my mother is from South Los Angeles. Having an immigrant father and a mother from the United States gave me a dual perspective on what hard work truly consists of. For example, my father came to America with very little and worked multiple jobs just to support his family. It takes immense willpower to leave everything you know and go to an unknown place in hopes of building something for yourself/family. Seeing what my father had to do to establish himself in America fuels my entrepreneurial ventures as I build LITTLE AFRICA. My father is a prime example that hard work pays off; his demonstration of willpower during my upbringing is what impacts me the most. As for my mother, her sense of style and attention to detail is what inspires me when it comes to the style and narrative behind LITTLE AFRICA. I wouldn’t have as much interest in fashion/style without her impact on my life. She taught me the importance of always being presentable, as first impressions are everything. My mother and father are foundational influences in LITTLE AFRICA.”

LITTLE AFRICA has "Soul Made Global" as its slogan. What do you think the influence of soul has brought to the development of your brand?

“"SOUL MADE GLOBAL" speaks to the influence of the black experience around the world. When we think of influential men and women from the African Diaspora, their impact and influence are felt on a global scale. When it comes to LITTLE AFRICA, I am seeking the essence of our experience regarding the narrative and image of LITTLE AFRICA. My main goal is to affect people personally with what we create here at LITTLE AFRICA. I want the "People of the World" to feel what we are doing; I want the brand and the message to affect them personally. It’s not just about a purchase.”

Just as Afro-Brazilians created new musical genres here in Brazil, African Americans created Soul and Funk music in the United States. How do you keep the references from 50-60 years ago so fresh for such a young brand?

“The authenticity felt in LITTLE AFRICA comes from my upbringing in childhood. My father was born in 1951 and my mother in 1961. I am the youngest of 4 siblings, so I was fortunate to grow up surrounded by people much older than me. In my childhood, my parents played the music they grew up with, which naturally became the soundtrack of my upbringing. My parents also watched the movies and shows they watched when they were young. All of those sounds, visuals, and memories are the source of inspiration from which I draw references for LITTLE AFRICA. It was important to make LITTLE AFRICA as authentic as possible regarding my upbringing to ensure I could connect with others in the world who have seen, heard, or experienced the references we are drawing inspiration from.”

The brand's goal is to celebrate this duality between Los Angeles and Lagos. What are your plans for the future with LITTLE AFRICA?

“My goal is to create more tangible experiences where people can experience the brand beyond just purchasing an item. I am also looking to create more experiences with pop-ups and to do more activations in Nigeria. I am seeking to create more music-related events, skating, and relaxed vibes. Additionally, I am looking to create more lifestyle items under the brand, such as vinyl boxes, vinyl toys, rugs, candles, and much more.”

Last but not least, which album do you think truly translates LITTLE AFRICA as the brand for the "People of the World"?